What is Eye Tracking?
Eye Tracking - the process of measuring eye movements and gaze focus, has become an increasingly popular tool across multiple industries. It involves tracking where a person’s eyes are looking and how they move in response to different stimuli. Eye tracking can be used for various purposes such as usability testing, market research, and even medical diagnosis.
The technology behind eye tracking involves sensors that measure patterns of light reflection from the eye or image processing software that tracks the position of the pupil. This data is then analyzed by sophisticated algorithms to determine where someone is looking on a screen or in real life.
Eyetracking studies have helped researchers understand human cognition better by analyzing what people look at; when they do it and for how long. The insights gathered during these studies help UX designers create user interfaces optimized for maximum engagement and conversion rates.
The Applications of Eye Tracking Technology
In recent years, new applications using Gaze-tracking, which analyzes users' lines of sight has emerged. Gaze-based interaction allows people with physical disabilities to control their computer with their eyes instead of mouse/touchpad/keyboard inputs.
Social Interaction Research - Eye Tracking technology can be used to analyze social communication skills among children with developmental disorders like Autism Spectrum Disorder (ASD). For instance, if children are able to sustain gaze contact while communicating effectively.
Marketing Research- With Eyetracking businesses collect data on consumer visual attention online/offline ads . By identifying exactly which parts draw customers’ attention most either on TV commercials or print ads companies gain valuable information about creating more effective campaigns.
Potential Benefits & Concerns Associated with Eye Tracking:
Benefit: Eye Tracking technology could open up new potential opportunities for people with physical disabilities. It can help to conduct research into cognitive impairments and developmental disorders like autism, Asperger’s Syndrome, and dyslexia.
Concern:The amount of data that eye tracking companies have access to could be a significant issue when it comes to privacy concerns. It is not difficult to imagine how this information might be misused by businesses seeking to extract more value from their customers or individuals looking for ways to manipulate others.
Benefit:Eyetracking provides the ability for researchers and business analysts everywhere to collect valuable insights into consumer behaviour in real-time market situations such as shops, supermarkets ect. This makes it possible for companies at every level of the hierarchy—executives, marketers, merchandisers—to make informed decisions based on visual attention patterns.